
Michael Aram
Luxury Home Decor
Crafted was tasked with reimagining MichaelAram.com to enhance the brand's storytelling and integrate the essence of Michael Aram’s craftsmanship seamlessly into the customer experience. The goal was not just to redesign the website, but to create an immersive, elegant, and user-centric platform that reflects the beauty of the artisan process, the brand’s authenticity, and the richness of its story.
Industries

eCommerce Done Right
Michael Aram is a renowned American artist celebrated for his unique approach to craft-based design. With a career spanning decades, Aram has built an internationally recognized brand known for the intricate beauty and artisanal quality of his home décor, tableware, and jewelry.
Inspirational Storytelling
A Story to be Told
Michael Aram's pieces each hold an artistic story of origin, brought to life throughout the eCommerce shopping experience.

The Full Story
His journey as a designer was significantly shaped by his formative trip to India at the age of 25, which inspired him deeply and led to the establishment of a second home and studio there. This fusion of cultures, coupled with a commitment to craftsmanship, defines Michael Aram’s design philosophy. A fully responsive, Magento-based eCommerce brand platform was designed to bring the function and form of Michael's original crafts to a seamless, easy-to-use shopping experience.
Culture-Driven
Dripping with Inspiration
The full Michael Aram experience brings to life the details and emotion dripping off each artistic creation.

Content Baked In
The website highlighted Michael Aram’s personal narrative and the craftsmanship behind his creations. The history, influence of India, and the artisanal process need to come to life in a way that engages and resonates with customers. Rich videos of the craft behind the craft were baked into the digital experience as users browsed collections and seasonal assortments.

Focus on the Product Design
Clean, intuitive product detail pages allowed the artwork to become the focal point, with key call-to-action elements and exploration interfaces available to the shoppers.

User Experience & E-commerce Integration
While maintaining the artistry of the brand, the new design should prioritize intuitive navigation and smooth shopping experiences. Ensuring a seamless transition from inspiration to purchase will drive conversion and enhance the overall customer journey.
An Array of Inspiration
Collect Them All
Collections of location-based, culture-inspired home decor is curated within the Michael Aram shopping experience.

Inspiration Behind Every Piece
The entire experience was categorized into browsable collections based on Michael's inspirations from his travels and studies abroad.

Visual Appeal & Artistic Integrity
The design visually reflected Michael Aram’s artistic values, integrating elements of craftsmanship, texture, and the unique nature of his designs into the digital space. High-quality imagery, design details, and storytelling should emphasize the luxurious and handcrafted nature of each piece.

Integration of Custom Features
Motion and dynamic animations were leveraged to enhance the story behind the pieces of art.

Enhanced Product Pages
Each product will had detailed, high-quality images that showcase craftsmanship from multiple angles. In-depth descriptions highlighted the origin of materials, the handcrafting process, and the inspiration behind each piece. Interactive zoom and video features allowed users to experience the fine details of the items.

Mobile Optimization
What would a digital experience be without some beautifully crafted responsiveness? With an increasing number of users accessing websites from mobile devices, optimizing for a responsive and fluid mobile experience was essential to reach a broader audience.

Responsive eCommerce Integration
A streamlined and intuitive shopping experience, featuring a simple but efficient checkout process, personalized recommendations, easy filtering, and a smooth mobile shopping interface was built. Options for gift wrapping and personalized engraving were easily accessible.

Wrapped Up Together As One Brand Experience
Every brand needs a great CRM program to keep customers returning and in the loop. The redesigned Michael Aram website served as an essential extension of the brand’s story, showcasing the artistry, craftsmanship, and unique design philosophy that Michael Aram is known for. By seamlessly blending beautiful design with an optimized user experience, the website created a digital space where customers could truly connect with the brand, gain a deeper appreciation for the craftsmanship, and enjoy a refined shopping experience.
Impact
Amazing Results
- Increased sales on high-end luxury items
- Amplified brand awareness through social presence
- Elevated checkout conversions